The Knowledge Construction And Legalization Of Zhang Wenhong's Anti Epidemic Discourse

The rise of network society provides unprecedented public space for discourse expression.As "activists" and public opinion guides in mass communicationthe key opinion leaders' media influence can not be underestimated.During the period of COVID-19,the defense discourse of Zhang Wenhong,the medical opinion leader,played an important role in health communication,popular science propaganda,New Coronavirus knowledge and social mobilization and combating epidemic situation.In order to further explore the discourse practice of opinion leaders,this study,from the perspective of rhetoric,identifies eight interview videos of Zhang Wenhong,a medical opinion leader,based on two considerations of media type,content integrity and relevance through critical discourse analysis and content analysis.This paper analyzes the rhetorical framework of Zhang Wenhong's anti epidemic discourse and the logic of knowledge construction of legalization of anti epidemic discourse.It is found that in terms of the construction logic of anti epidemic knowledge,Zhang Wenhong's anti epidemic discourse mainly uses three rhetorical frameworks:conceptual rhetorical framework,metaphorical rhetorical framework and emotional rhetorical framework.Among them,conceptual rhetorical framework and metaphorical rhetorical framework help the public to establish a “high cognitive”knowledge structure and cognitive schema about the new coronavirus in a context of identity by defining the risk objects of the new coronavirus,explaining and analyzing the transmission mechanism of the new coronavirus.Emotional rhetorical framework builds the identification context of anti epidemic from public emotion and cognition and then enhances the legitimacy of anti epidemic discourse.In terms of the logic of legitimizing the anti epidemic discourse,Zhang Wenhong constructed the cognitive schema of the new coronavirus invading the public health from the periphery throughthe spatial approach of the anti epidemic discourse;constructed the new coronavirus through the time approach:the threat that has existed from the past to the present to the future;constructed the public's sense of crisis about the negative value of the new coronavirus through the value approach,which made the public understand the new coronavirus The group consensus of “common anti epidemic,war will win”was reached,and the current anti epidemic strategy was identified and actively participated in the anti epidemic,so as to realize the legalization of anti epidemic discourse.